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How has the Covid-19 pandemic changed the communication of universities in The Czech Republic?
Cerhová, Anna ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis aims to analyse the development of communication of public universities in the Czech Republic over the years. The thesis focuses on the period before the Covid-19 pandemic, during the pandemic and then analyses the changes in communication after the pandemic. The aim of the thesis is to identify the tools that universities used in crisis communication and their impact on contemporary communication. Key research questions include discovering how universities communicated, whether they were forced to adopt new communication strategies, and whether they intend to continue these new communication trends. As part of the research investigation, the thesis examines communication on social media through content analysis and then verifies how the target group perceives the transformation of communication through a questionnaire survey among students. In a broader perspective, this thesis aims to highlight the importance of crisis communication of public institutions and to suggest possible solutions that could contribute to more effective communication.
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Analysis of food and beverage TV advertisements targeting children
Štanderová, Alena ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The thesis focuses on topic of marketing targeted on children in TV commercials for food and beverages. The theoretical part is devoted to information related to the psychological impact of advertising messages on consumers and describes the relationship of advertising to television as a chosen medium. A substantial part is then dedicated to children's perception of advertising, which is limited by psychological development, credulity or the absence of critical thinking. On the basis of the available knowledge, the advertising tools used by companies to attract the attention of the child audience are outlined and the last passage is devoted to the current regulation of marketing targeted on children in the Czech Republic. The subject of the practical part is then a quantitative content analysis of television advertisements carried out on six television channels that target a child audience at least in some of their broadcast sessions. The criteria for this were set on the basis of the selected study described in the theoretical part and subsequently modified in sub-points in order to reach the studied topic more precisely. The results of the analysis show that some elements such as music, animation or the use of authority figures in the spots are still used as a means to engage the audience, but...
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Social media as a online diary for people suffering from an eating disorder
Tomková, Simona ; Vranka, Marek (advisor) ; Ivanišová, Markéta (referee)
The topic of this bachelor's work is the social media as an online diary for people suffering from an eating disorder. This type of dailies occurs on social media such as blogs and social networks, primarily Instagram and Tiktok. The authors of these journals promote pro-anorexic and pro-bulimic behaviors, but at the same time offer their readers an understanding and community where members do not feel lonely. I also addressed a possible link between addictive behavior and the online diary and content on social media. The aim of the work was to characterize the issue of online journals, which can motivate them to break food intake. Further, using an inquiry survey to find out how the age category 11-19 years of age perceives social networks, its appearance, self-esteem, weight, and just this kind of harmful content on social media. In the practical part, the questionnaire survey method was chosen to obtain the results of the quantitative research, thanks to which the responses of persons from the basic set were analysed by the pupils of the Gymnasium Chotěboř, the pupils of the primary school Ždírec nad Doubravou and Krucemburk. A total of 500 respondents in the age category from 11-19 years were involved in this research.
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Vaccination as a communication challenge: an analysis of the arguments and factors influencing its (non-)acceptance
Hájková, Karolína ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
This diploma thesis deals with the negative phenomenon of refusing vaccination,the declining vaccination coverage, and the return of infectiousdiseases which are preventable by vaccines. This is an international phenomenon which was identified by the World Health Organization in 2019 as one of the top ten threats to public health. The topic of rejection and hesitation in vaccination is a complex issue which is influenced by many factors. These include,for example, the media environment, geographical and financial barriers, historical influences, personal experience, health literacy, risk perception and many more. Failure to adopt immunization programs is a collective, not individual, public health problem. It is therefore necessary to map these factors and to analyze the arguments against vaccination which prevent its adoption. The thesis contains a brief mapping of the history of refusal of vaccination, elaboration of a comprehensive set of factors influencing the acceptance of vaccination, analysis of selected arguments against vaccination, and finally, a summary of knowledge for creating strategies for adopting immunization programs.
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Generation Z' s attitude to shocking advertising
Procházka, Ondřej ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
This bachelor thesis focuses on Generation Z and its attitude towards shock advertising. The theoretical part is firstly devoted to the definition of advertising and shock advertising. Next, it introduces Generation Z, its specifics and key attitudes. The practical part of the thesis describes the attitudinal research through in-depth interviews with ten respondents. Finally, the main findings from the research are presented in the form of eight key attitudes held by Generation Z towards shocking advertising.
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Transfer of Reciprocal Liking From Individual To Group
Rýdlo, Ondřej ; Vranka, Marek (advisor) ; Štětovská, Iva (referee)
This work deals with the phenomenon of transferred reciprocity. It represents transferred reciprocity as a situation in which an individual generalizes the reciprocal process from his original partner to his entire group. Furthermore, this thesis places transferred reciprocity in the context of other types of reciprocity and offers the perception of group cohesion as a process mediating transferred reciprocity. Specifically, the work deals with the transmission of reciprocal sympathy and examines whether the effect of the transferred reciprocity is manifested on the basis of the valence of the reciprocal act and on the basis of the strength of group cohesion. The practical part of this work leads to two main conclusions: it confirms the existence of the effect of transferred reciprocity and shows the perceived group cohesion as a mediating factor of transferred reciprocity. In the condition of strong group cohesion, the effect of transferred reciprocity was significant, while in the condition of minimal group cohesion, no. In addition, research suggests that there is a difference between behavioral reciprocal response and attitude-level reciprocal response. Participants responded more strongly to the level of attitudes depending on the valency of the ratings they received.
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Interventions increasing happiness and life satisfaction
Kukulová, Petra ; Vranka, Marek (advisor) ; Komárek, Tomáš (referee)
This thesis deals with the intervention strategies of positive psychology and how they affect our happiness and life satisfaction. The literary overview of the work defines the concept of happiness and mention the factors contributing towards its level. There are also evidence appropriate to question whether it is even possible to achieve long lasting positive change in the level of happiness. Another part deals already on intervention strategies. I've focused on mapping the working mechanism of these interventions. I mention factors that contribute to their effectiveness. At the end of the theoretical work I mention the critical reflection on researches to verify the effectiveness of intervention strategies and introduce most common pitfalls, typical for this type of studies. Draft of my research project is aimed at verifying the effectiveness of intervention strategy, "Three Good Things."
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Integration of Method of Explication and Descriptive Phenomenological Psychological Method on the Level of Theory and Application
Plachý, Jakub ; Vranka, Marek (advisor) ; Lukavský, Jiří (referee)
In this thesis, two qualitative methods based on phenomenology are introduced at the theoretical level - the Method of Explication (EM) and the Descriptive Phenomenological-Psychological Method (DFPM). EM assists the researcher in obtaining qualitative data, while DFPM is adapted to process it. The integration of these methods thus seems to be a way to overcome the incompleteness and limitations of solely EM or DFPM application. The next section, therefore, introduces the Attention-Description-Ideation-Application method (ADIA) based on the integration of EM and DFPM. The most important contribution of the new ADIA method is the detailed practical guidance that a researcher can follow to explore their own direct experience with the world - the researcher can become the subject of their own psychological research. The emerging method was used from the outset to examine the author's own experience of basic military training (BMT), leading to a constant review of the theoretical and methodological conclusions about 3PA and to improvements in its structure. The results of this research are presented at the end of this thesis which has a dual focus and potentially two benefits: on the one hand, it suggests a relatively comprehensive 3PA method designed for direct experience research, while secondly...
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Humor as a marketing tool and its impact on consumer behavior
Janjić, Saška ; Vranka, Marek (advisor) ; Halada, Jan (referee)
The bachelor thesis, titled Humor as a marketing tool and its impact on consumer behavior, deals with the use of humor in marketing communication. The main objective of the thesis is to explore the effect of humor in marketing on brand perception and purchase intensions of consumers. The thesis is divided into two parts - theoretical and practical. In the theoretical part, the consumer is being focused on firstly in order to understand principles of market behavior and factors that influences this behavior. Comprehending that is crucial in order to thoroughly understand the impacts of humor that are described in following parts of the thesis. The next part of the thesis deals with humor from a psychological point of view, it explains what humor is and describes some of the selected theories. The last chapter of the theoretical part connects humor and marketing, explains the principles, the effects, but also the advantages and the disadvantages that this practice deals with. The practical part consists of research that aims to explore the effects and the impacts of humor in marketing on the perception of promoted brands and the purchase intentions of consumers. The results of the research suggest that humor has some positive effects on brand reception. Especially, consumers perceive the brand as...
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The history of communication of Skoda Plzeň 1918-1945
Drechslerová, Terezie ; Zábrodská, Kristina (advisor) ; Vranka, Marek (referee)
The thesis describes the communication of the Škoda Plzeň brand between 1918 and 1945. During this period, Škoda was the largest industrial enterprise in Czechoslovakia and its products were equal to those offered by foreign competitors. The thesis covers the company's history from its foundation by Emil Škoda in 1869 up till 1945. This Bachelor's thesis also mentions the biggest personalities of the firm: Emil Škoda and Karel Loevenstein, the pioneer of modern management and promotional methods at the company. Furthermore, the thesis follows the Škoda company in the context of the society from the end of the First World War up till the beginning of World War II. The largest part of the thesis is a section that covers the company's communication, promotion and marketing strategies, especially during the first Czechoslovak Republic, because this period was - in terms not only of the progress of promotion - the most fruitful period for the company. This section comprehensively covers the company's values and policies with regard to promotion and focuses on describing the operations of the Press, Information and Promotion Department under the leadership of Josef Svátek and the key tasks of this department. The conclusion and result of the thesis is an overall evaluation and summary of Škoda's...
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